What do businesses do in social media that make customers purchase from them? You can in the chart here, with my thanks to Smart Insights’ Global Social Media Research Summary for 2018, which included the chart here from Sprout Social’s Q2 2017 Sprout social index. According to this research, business social media success is a matter of responsiveness first, and then – to my shock – offering promotions. Followed, in the chart below, by several different behaviors that sum to “not boring:” educational content, interesting visuals, being funny, and so forth.
That is, if we define business social media success as sales. Consumers purchasing. Which works for me.
On its website page summarizing these results (click here), Sprout social says boils this down to engagement:
“The social behavior from brands that correlate to sales is engagement. Need proof? It may be as easy as being present and providing value–answering a customer’s question on social prompts 48% of consumers to purchase, 46% are swayed by promotions and contests and 42% say they’d be converted by educational content.”
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I note here as well that trash talking competing brands is not generally appreciated by consumers. I’d say that’s research that validates instinct and common sense, which makes it some of my favorite research.